Liquid Death’s Post

Pure marketing genius, do you remember Pepsis controversial jet competition where one kid, against all odds managed to collect 7,000,000 Pepsi Points and Pepsi refused to give him the jet? Liquid Death will give you one for real, perfect middle finger to the old giants of the industry. If your interested in how to build a brand correctly in 2024, check out Liquid Deaths journey.

And this in their FAQ's: Some companies joke about giving away jets. We don’t. We’ll notify you if you’ve won. Once we’ve confirmed you qualify, we’ll work with you to figure out how you’d like to pick up your jet. The jet will be made available for pick-up from a designated hangar on a date that is within 2 to 9 months of the date you selected the Jet as your chosen prize and when we confirm you meet all the eligibility requirements. See Official Rules for requirements and details. Taking an idea and making it work Anyone looking to know more? Try this: https://lnkd.in/dU3ngKw2 PepsiCo Liquid Death Mike Cessario AERO Vodochody AEROSPACE a.s.

Choosing your line, your path as a brand is tough but important. This is the thing that defines you, that summarizes you to your customers – this is also the thing as a marketer that you’re going to spend all your time proving, all your time thinking about and hanging out with. My time working with and on General Mills taught me about the implications of bringing a mascot into this world. The Green Giant, Doughboy, Snap and the crispy gang – all hard working and arguably effective brand ambassadors, but they can also serve to lock brands into a positioning or line of thought the audience or culture will potentially outgrow. Nike’s line is honoring great athletes and athletics; the trick is how to keep this narrative fresh. Patagonia’s track is stewardship of nature and our environment; the trick is how to remain approachable and avoid being preachy. Red Bull’s track is owning extreme sports, which to be honest seems exhausting and expensive, but hey, if it’s working… Since they started, I thought, apparently incorrectly, that the Liquid Death brand was born as an exaggerated expression of fighting single-use plastic bottles, and I liked this self-created fiction. The reality seems to be that Liquid Death has chosen the track of being the “we’ll go there” brand, a sort of Jackass of the beverage category. This too seems exhausting, but also pointless. But that’s the sort of thing a middle-age person says. If your brand aspires to be the “we’ll go there” brand, then your target must be teenagers and young men… and that’s the point. …and as such, I bid you adieu. May your willingness to go there bring you all the feels 🥸 #oldmantalking #brandpositioning #branding #yayweregivingawayajet

This type of marketing is god tier

One of my favorite marketing blunders was the Pepsi Jet fiasco -- check Netflix for the full documentary. 🎥 So this has to be one of the best nods to an iconic marketing campaign I've seen in a while. Why is this going to work? 🥤 Nothing is as timeless as a Pepsi vs. Coke argument. This being a nod at that will always bring on conversation, but instead, people are going to ask 'Liquid Death vs. _____?' thus bringing an insane amount of web traffic, word of mouth, shares, etc to their brand. 🛩 Who doesn't love to look at a cool plane. The DeHydrator is a jet type that is commonly used in combat missions and advanced pilot training... and Liquid Death's slogan is "Murder Your Thirst" ... Let's not pretend we don't see the parallels here! 😉 Being able to step slightly out of the box and pull at different similarities is a huge drive, you have to understand who you are as a brand and what story you want to tell to be able to do this effectively! 🚰 The campaign runs from today through Septemeber... Basically, a summer reading race, but for water intake. Every verified Liquid Death purchase will get you an entry (no point system this time... Looking at you Pepsi 👀 ) -- which means there are endless entries you can earn. Someone who bought one can after seeing that ad could win it versus someone who buys 1000. The odds are stacked, but nothing is impossible. Are you going to participate?

What’s better than a jet and full year of hydration?! This summer, Liquid Death is doing something no other beverage company has done in the history of the human race: giving away an actual jet. Yes. This is a real jet that goes almost 470 mph with nearly 3,800 lbs of thrust and will come with a valid and effective FAA special certification of airworthiness. (Pilot not included.) All you have to do is go into a physical store and buy as much hashtag #LiquidDeath as you can. Then, text a picture of the qualified receipt. Every can you buy gets you an additional entry. So every 8-pack gets you 8 entries, every 24-pack, 24 entries, etc. Max 400 entries per person. As one might imagine... this wasn't as easy thing to pull off. Team Liquid Death is now well versed in FAA regulations, insurance needs for aerial stunts, AI for receipt scanning, contest law in all 50 states and how to secure a tall boy in a cupholder at 500 mph. Thanks team! For full details or to get started, visit liquiddeath.com/jet.

Amazing activation by Liquid Death. Now imagine super-enhancing this with BrandLens video co-creation directly from QR codes on the cans! 🚀 👉 All videos are in one place with rights secured! 👉 Direct activation on all Social platforms at once 👉 Learning from customer sentiment and content with AI 1️⃣ Jet Set Go: Create a video template that places participants in the cockpit of a virtual L-39 Aero Jet. Participants can record a fun video where they act as the pilot, delivering a humorous pre-flight safety briefing or pretending to perform daring aerial maneuvers. Encourage creativity and humor in their performances. 2️⃣ Destination Dreaming: Participants use the template to record a video detailing their dream destination they would fly to if they won the jet. They could dress up in vacation attire, and use props or digital effects to make it entertaining and visually appealing. 3️⃣ Jet Reaction Challenge: The video template shows the moment they find out they’ve won the jet. Participants film their best over-the-top, humorous reactions to winning. This could be done in slow motion or with added visual effects for more dramatic impact. 4️⃣ Pilot for a Day: Encourage participants to create a video where they imagine a day in the life of a jet pilot. This could include funny takes on pilot training, preparing for a flight, or even quirky interactions with imaginary crew or passengers. 5️⃣ Eco-Flyer Featurette: Since sustainability is a key part of Liquid Death’s brand, participants could create videos on how they would make their jet travel more eco-friendly. This could involve funny pledges, commitments, or inventions designed to reduce their jet’s environmental impact. Mike Cessario #activations #engagement #video #BrandLens

Has Liquid Death jumped the shark? This promo is as ridiculous as passing off plain old water in a can as something special. For a company trying to do something positive for the environment isn’t the idea of having a fighter jet up in the air kind of going against that given how much airplanes (not to mention a fighter jet) pollute? But that would assume the person who wins this 1) has a pilot’s license (and for a fighter jet), 2) can afford hangar space, fuel, maintenance and insurance. What are the odds of that? This is just wasteful across the board and all for an attention grab. While ‘fame’ and salience do help brands grow, I maintain that not all fame is good fame. This would completely turn me off to the brand (if I thought there was actually something cool about trying to pass myself off as a beer drinker while holding water in a can). What do you think? #liquiddeath #advertising #campaigns #sustainability

Pepsi (almost) did this by accident with a famous sweepstakes that went sideways. It was such a controversy, there's even a Netflix series, "Where's my Jet?" Lawsuit, PR nightmare, etc. Of course Andy Pearson and the crew Liquid Death are hitting it straight on and actually giving away a jet, for real. Because, you know, jet giveaways are real. #Marketing #PR #Controversy #Branding #Advertising #Sweepstakes #ConsumerMarketing #NetflixSeries #JetGiveaway #Pepsi #LiquidDeath #MarketingStrategy #LegalIssues #BusinessLessons #Promotions

This summer, Liquid Death is doing something no other beverage company has done in the history of the human race: giving away an actual jet. Yes. This is a real jet that goes almost 470 mph with nearly 3,800 lbs of thrust and will come with a valid and effective FAA special certification of airworthiness. (Pilot not included.) All you have to do is go into a physical store and buy as much #LiquidDeath as you can. Then, text a picture of the qualified receipt. Every can you buy gets you an additional entry. So every 8-pack gets you 8 entries, every 24-pack, 24 entries, etc. Max 400 entries per person. As one might imagine... this wasn't as easy thing to pull off. Team Liquid Death is now well versed in FAA regulations, insurance needs for aerial stunts, AI for receipt scanning, contest law in all 50 states and how to secure a tall boy in a cupholder at 500 mph. Thanks team! For full details or to get started, visit liquiddeath.com/jet.